After reading our ENS on Sales about the absurdity of patting ourselves on the back for achieving ‘record sales’, an astute client pointed out there is one ‘record’ worth pursuing… record profits.
We can’t feed our families with record ratings or record sales, although both can contribute to the result that can feed our families…profits!
The delicate balance between controlling costs but making investments that will pay off, is where the best managers shine.
To view the Record Sales article click here
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It appears a new radio marketing bureau is on the horizon, called Radio Connects.
As someone who has always held the efforts of the Radio Marketing Bureau, and its predecessors the Radio Bureau of Canada and the Radio Sales Bureau, dear to my heart, I applaud the efforts of the CAB committee to get this initiative off the ground.
But now I’ll issue a few warnings in the hopes that my industry doesn’t shoot itself in the foot again;
1.) Don’t have unrealistic expectations of what your new marketing body can do for you. Radio Connects is starting from ground zero, with a limited budget and is mandated to promote radio in the midst of a digital frenzy.
2.) Don’t have unrealistic expectations of when you will see results. Even in radio best of times, we often took a back seat to TV, newspaper and digital, so Radio Connect has a huge battle ahead.
3.) Support the new Radio Connects with your time, expertise and funding. You may not agree with every strategy or initiative that evolves from this effort, but let’s not get bogged down with special interests and nay-sayers. Radio is the ONLY Canadian media without an industry marketing association, and that’s not right.
4.) Remember, Executive Director Sarah Garvie and her special advisor Paul Ski are serving a committee of your peers. Please empower them and give them the benefit of the doubt.
We’ve all heard the old joke about a camel being a horse that was designed by a committee. Radio Connect might not be perfect but it will be great!